Chapter 3: Tourism and Culture

Photo source: UNWTO.org

Objective
At the end of this chapter, the students will be able to:

 describe and the effects of cultures in travel;

 clarify how cultural patterns are changed by internal and external forces;
 discuss the importance of culture tourism;
 analyze the cultural factors which appeal to tourists; and
 explain how each of these cultural factors contribute to cultural tourism.
I. PRESENTATION AND DISCUSSION

The Effects of Cultures on Travel

What is Culture?

Culture can defined as a ‘’set of beliefs, values,

attitudes, habits, and form of behavior that are shared by a society
and are transmitted from generation to generation.

A knowledge of the culture of a country is important in order

to understand how individuals within that country will behave. Lack of
understanding and inability to communicate with the host culture
might result in a culture shock for the tourist.

Photo source: Wikepedia.org

For example:

A Filipino traveler who visits the United States for the first time may experience
culture shock in the open display of love and emotions, the frankness in conversation, the
permissive way children interact with their parents, and the practice of the allowing aged parents
to stay in the home for the aged.

Culture patterns are changed by internal forces. Within a group, there are people who
are more willing than others to try new things. Since these innovators are better educated, have
high income, and more achievement-
oriented than others, they tend to be
opinion leaders and to be highly sought-
after by marketing people. ‘’Mass follow
class’’ suggests that a destination first
attracts a smal number of high-status
individuals whose actions are eventually
copied by a large number of persons with
Photo source: WarwickAseanConference.com
lower social status.

Culture patterns are also changed by external forces. Contact with other environments
may change privious attitudes and behavior. A visit to a foreign country may result in a change
in attitude toward the people of that country. Travel may also stimulate the sale of products in
the destination visited.
 It can readily be seen that in order to understand a traveler, it is necessary to understand
why visitors act the way they do and be in a better position to anticipate and satisfy their needs
and wants.

The Importance of Cultural Tourism

Photo source: TravBest.com

Cultural tourism includes all aspects of travel in which people learn about each other’s
way of life. Thus, tourism is an imporant means of promoting cultural relations and international
cooperation. Louis D’ Amore, the past president of the Canadian Travel Research Association,
once said, ‘’ these millions of daily person-to-person encounters are potentially a powerful force
for improved relations among the people and nations of the world, relationship which emphasize
a sharing and appreciation of cultures rather than the lack of trust bred by isolation.’’

Cultural Factors with Tourist Appeal

A. Art

Generally, the arts include performing arts and fine arts. The formenr refers to live
theather, music, and dance, and the latter includes painting, sculpture, graphic arts, and
architecture.

Examples A:
Pangkay Kawayan (Bamboo orchestra)
Example B:
Amorsolo’s and Francisco’s paintings

Example C:

Sculptural works of Michelangelo are examples of fine arts.

B. Music and Dance

In several countries, music is a major source of

enjoyment and satisfaction to tourists. The Philippines, Hawaii,
Spain, the United States, and the Balkan States are examples.
Resort hotels, in particular, can give visitors many opportunities to enjoy the best local music.

Photo source: positivelyfilipino.com

Dancing, in its native or ethnic forms, is one of the most appealing to aspects of
country’s culture and can be presented as tourist attraction. The color, costumes, music, setting,
and skill of form and execution add to the attraction. Almost all countries have native dancing or
ethnic dancing. Ethnic music and dancing are a part of the culture and should be used to
entertain tourist.

Examples of dance as a culture expression are the Bayanihan Dance Troupe of the
Philippines, the Ballet Folklorico of Mexico, the Russian Bolshoi Ballet, the folk dances of
European countries, the African dances, Thai dancing, and the Kabuki dancers of Japan.

C. Hadicraft

To satisfy tourist, gifts and souvenirs for sale should be manufactured in the country
where the purchase is made. Usually, a tourists is dissatisfied when he buysa particular
souvenir and then discovers later that the article he bought was made in another country. There
is no substitute for genuineness. The locally produced article is useful and attractive; it should
be made available in conveniently located shops. A visit to shops where handicrafts are actually
being made by the craftsman is an effective from of tourist entertainment. Examples are the
shell-craft, handcrafted jewelry of Bulacan, the Baguio, and Ilocos hand loom wearers, and the
traditional crafts of Thailand, Africe, Cyprus, and Tunisia.

An example of handicraft in the Philippines:

Photo source: madeinthephilippineshandicraft.com

D. Industry and Business

 Most travelers, particularly
international travelers, are usually curious
about the country’s industry, commerce,
manufactured products, and its economic
situation.
Photo source: insights.ehotelier.com

Industry tours are a very effective

way of developing an interest in the culture
of a country, as well as providing a potential
market for the products being made. Tourist
organization should encourage tours to factories or processing plants. Lists of these industrial
establishments can be prepared by tourists promotional organizations, chambers of commerce,
resort hotels, and restaurants. Group tours can be organized for manufacturers of a specific
product who visit another country to see how the manufacturers of a similar product is
accomplished. Such tours are mutually profitable because the representatives of the different
countries learn from each other.

Business or industrial groups often counduct tours to become familiar with the markets
and processors in other countries in order to develop more interest in their products and the
increase sales in sevelar market areas .Business establishments, specifically retail stores, are
important to visitors. The best examples are shopping center near destination areas where
tourists can easily find the product are or service they want.

Shopping is one of the most important elements in tourism. The success of a shopping
area depends on its cleanliness, attractiveness, variety of products, as well as the courtesy and
efficiency of the personnel. Hong Kong and Singapore are the best examples of tourist
business.

E. Agriculture
 Photo source: Businessmirror.org

The agriculture of a country may be interesting to a large segment of tourists. Dairy

undertakings, fresh fruits and vegetables, crops, and poultry and livestock are types of farming
which are important elements of culture.

An important aspect of tourist services in rural areas is the farmers market in which local
agricultural products are sold to the travelers. Examples of this are the roadside stands selling
fresh fruits, vegetables, and products from nearby farms whuch are enjoyed by travelers.

Local tours should include agricultural developments and services that tourists can see
the agricultural products in the country and perhaps try some of them. An example of this is a
tour to Oahu, Hawaii, or the Del monte farm in Bukidnon, Philippines where visitors have a
chance to taste fresh pineapples grown in the pineapple plantations in the area.

F. Education

Photo source: HispanicOutlookJobBoard.org

The inhabitants of one country are usually anxious to know the educational system of
another country. The campuses of the colleges and universities of a country are appealing to
tourist. Many of them have beatiful landscapes and are ideally situated for an enjoyable and
enlightening visit. Famous universities such as Oxford or Campbridge in England, Harvard in
the US, and the University of Sto. Tomans in the Philippines are tourist attractions.

G. Literature and Language

The literary achievements of a country from an important part of travel motivation.

Books, magazines, newspapers, booklets, pamphlets, and other printed literary works are
significant expressions of the culture of a country.
Libraries are favorite cultural institutions for the tourists. Many have very good reading lounges
and comfortable, attractive surroundings were visitors can enjoy reading about the history,
culture, arts, and folkways of their host country.

Photo source: spotph.com

H. Science

Tourist are interested to know the

scientific activities of a country, especially those
in technical industries, education, or scientific
research. Tourist promotion organizations would
be rendering a great service to the scientific
information, organization of scientific
installations, and other activities which provide
scientific information to visitors.

Photo source: experience Philippines.org

The most popular scientific attractions

are museums of science and industry, planetariums, and visits to unusual scientific installations
such as atomic powerplants and space exploration centers. Zoos and aquariums are likewise
popular.

I. Government

Countries differ in their systems of

government. Visits to centers of government,
such as caputals, are very motivating to
individuals interested in political science and
government. When a person visits another
country, he or she becomes aware of the type
of government in operation and compares it
with the government in his or her own
Photo source: malacanang.gov.ph
country.

Lawmakers often visit another country to observe the lawmaking process. A visit to
Washington D.C can show visitors the process of making laws in the House of Representatives
and in the Senate. Hearings on different proposed regulations or statutes are usually open to
visitors.

J. Religion

The religious pilgrimage is another

motivation for travel. The most popular among
the Muslims is the pilgrimage to Mecca. Many
people go to the different headquarters of their
church ogranizations to places that are well-
known in their religious literature. These people
usually travel in groups.
Photo source: NBC.news.com

K. Food and Drink

Food and drink is an important part of

the culture of a country. Tourism usually enjoy
native food especially those which are local or
ethnic in nature.

Restaurant and hotels can make a

good impression to the tourists if they serve
local dishes and explain the menu – what the
dish consist of and how it is prepared.
Photo source: angsarap.net

L. History

The history resources of a country reveal its

cultural heritage. The preservation of history and
the quality and management of museums are very
important for the success of tourism. To be familiar
with the history and archeology of an area is a very
important travel motivation. One of the weakness
observed in historical museums is that the
explanations of the exhibits are given in only one
language. Hence, most tourists do not enjoy the
historical exhibits because they do not understand the language used in explanations.
II. SUMMARY

Culture is a set of beliefs, values, attitudes, habits, and forms of behavior that are
shaped by a society and are transmitted from one generation to generation. A knowledge of a
country’s culture is important in order to understand how individuals in that country will behave.
An understanding of the host culture is also necessaty to avoid culture shock for the tourist.
Cultural patterns are changed by both internal and external forces. Cultural tourism covers all
aspects of travel in which people learn about each other’s way of life. Hence, tourism is a
significant means of propmoting cultural relations and international cooperation. Within a
country, there are cultural factors with tourist appeal. These art, music and dance, handicraft,
industry and business, agriculture, education, literature and language, science, government,
religion, food and drink, and history.